The Bottom-Line Impact of the CMO

A growing number of companies are elevating the chief marketing role to a more strategic position. At these organizations, the CMO position is very much about driving revenue. Here, four new CMO appointments with growth at the core of their goals.

Who it is: Gary Conway, appointed as EVP and CMO of RedPrairie Corporation, which provides supply chain and retail technology; Conway will also service as a member of the company's executive leadership team.

Where was he prior: Most recently Conway was EVP and CMO of Progress Software. Prior to Progress, he was VP of marketing at Sprint Nextel and group VP of global marketing for PeopleSoft.

Why was he appointed: RedPrairie CEO Michael Mayoras cites Conway's marketing leadership at top companies, his ability to foster collaboration, and his experience driving performance as key assets.

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Who it is: Carla Hudson, appointed CMO of DentalPlans.com

What's her role: Hudson will oversee the company's brand and marketing strategies, as well as align those strategies with DDP's growth goals. She'll also be responsible for creating a member acquisition strategy.

Where she was prior: Previously, Hudson served as senior director of brand and integrated marketing strategy within the card business at Capital One, where she managed a $20 million marketing budget. Hudson also held brand leadership positions at Bank of America, Fidelity Investments, Sprint PCS, and U.S. Cellular.

What's her role: Wasserman will lead the company's promotional activities and marketing campaigns, as well as oversee its marketing staff.

Where she was prior: Prior to rejoining PCD, Wasserman was a partner at reWorkings, also in the telecommunications industry. Previously, she spent 17 years as vice president, marketing, at PCD

Why was she appointed: According to George Appling, president and CEO of PCD, Wasserman's past experience with the company, as well as her strategic approach to marketing in general and product launches in particular, will be an invaluable asset to PCD.

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Who it is: Alan Hallberg, hired as corporate vice president and CMO of RF Micro Devices, which produces radio frequency components and semiconductor technologies

What's his role: Hallberg will run all of RFMD's global marketing activities.

Where was he prior: Previously, Hallberg served as VP, global brand communications, at computer manufacturer Lenovo. He also held marketing and branding positions at Apple and Cisco.

Why was he appointed: RFMD's president and CEO, Bob Bruggeworth, cites Hallberg's extensive industry experience as being well aligned with the company's strategic marketing needs and goals for global growth.